Are Betting Ads Legal In UK: Marketer Answers

Hazard Ads in the UK: Are They Legal?

Gambling advertisements have been a controversial issue in the UK for many years. Ethical concerns only add to this issue – are these ads legal?

Could you place them on your website, social media, and other online sources in the kingdom?

Shortly, betting ads are permitted. Yet, you should follow strict regulations to make them effective, safe, and legal.

Explore how this industry works, and where the ethics meets British legislature.

Follow These Rules to Make Your Betting Ads Legal and Ethical

Starting from 2007, betting and gambling advertising has become legal in the United Kingdom. According to the local Gambling Commission, British media (including online resources) can post such ads and motivate users to take part in gambling activities. Yet, there are some regulations.

To make your marketing strategy clear and safe, ensure you and your marketer know them perfectly. Otherwise, the ads can be banned, as well as a hosting online platform. 

a. Target Adult Audiences

In the UK, the legal gambling age is 18, just like in other European countries. To avoid underage betting, the Gambling Commission developed a strict rule. No matter where your ad is placed, underage users should not exceed 25% of the total number of users. 

In other words, placing betting ads on social media, ensure to set the audience parameters and avoid showing the ad to young people. Using affiliate websites, analyze their potential audience and avoid platforms, popular among teenagers and children. 

b. Avoid Emotional Gambling Offers

Betting is a fun activity and a way to earn some extra cash, but not more. In your betting ads, avoid impulsive offers and CTAs. For instance, don’t offer a customer “to win their first million”. Instead, use realistic information:

• a bonus code;
• coming events and expected matches;
• promotions for new players or active bettors, etc.

Overall, the information should be realistic and fact-checked. Using emotional triggers, you may harm gamblers’ mental health and trigger people with addiction issues. 

c. Warn About Consequences

Each ad must contain warnings about possible risks and consequences. If you promote a bonus, mention the rollover requirements. For forthcoming matches, remind users that the result is unpredictable. If the promotion is limited in time, add deadlines. Such things may seem obvious, but it’s your responsibility to warn players and ensure they understand the rules. 

Perfectly, add warnings about irresponsible gaming risks. On the official betting site, ensure to have links and contacts or supporting authorities and the GamStop website.

d. Truth and Nothing Except Truth

Avoid mentioning expired promotions and non-realistic deals. This requires constant ad monitoring and connection with your marketer. Promoting bonuses, stop the ad once it hits the deadline. If the bonus comes in different forms (for example, a percentage of deposit) mention it instead of offering a particular sum.

The Gambling Commission strictly controls the messages and text in your betting ads. Make sure you tell the truth and don’t attract clients by offering unreal deals. 

Who Can Post Betting Ads In the UK?

Only licensed gambling platforms and offices can offer gambling services in the UK. Such companies own the British license, given by the UK Gambling Commission. Plus, ensure to follow local rules:

• promote responsible gambling measures on your website
• register in the GamStop authority and allow users to self-exclude from the betting site
• don’t change games’ RTPs and rules
• use realistic bonus conditions and withdrawal rules under the Gambling Commission

GamStop participation is an essential aspect of all betting sites in the UK. This authority gathers’ bettors’ IPs and excludes them from online casinos in case of gambling addiction problems. To use betting ads in the UK, the bookmaker must participate in GamStop.

More Considerations for Successful Betting Ads

Creating betting ads requires a delicate balance between your marketing goals and ethics. Before crafting promotional materials, accept your responsibility and follow these rules:

1. Understand your demographics: Avoid targeting vulnerable social classes. While such people tend to gamble, the consequences may be catastrophic. Utilize general audience settings and avoid underage online users as much as possible. 
2. Use clear messages: Betting or not is players’ responsibility. Your goal is to promote an opportunity – a betting site, bonus, or special features of the platform. Create clear messages and explain the rules in detail.
3. Understand your audience’s interests: Don’t focus on betting only. Find things, interesting for your audience and use them in advertising.

Finally, create a strong call to action. Don’t trick users into following the wrong links – instead, explain what will happen once they click the button.

If you offer a bonus, redirect the customer to the bonus page. And talking about a particular match, put a link to the game’s odds and a registration section.